Advantages

Disadvantages

Not a good buy

This textbook was considered an essential on my BSc Economics and Management course for the Marketing module. I read the first chapter and never touched it again.The book is monotonous and boring making it a hard read, especially when it has almost no link to the major learning points of marketing. I was never really interested in marketing but I had nothing against it, after reading just the first chapter of this book I never want to go near it again.The book is huge, so you would imagine it contains a lot of information, however it goes into the most miniscule detail about useless facts, eg it uses around 4 pages to describe what a consumer is. There are very few interesting examples given and much less focus on many marketing activities such as advertising.I would not by any means recommend this book, especially at the price it is being sold. As an alternative there was a book called Essential Guide to Marketing Planning by Marian Burk Wood that I got bundled with this book. I found this very interesting and far more useful.